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PR audit template

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Debbie Leven
Debbie Leven

This document provides a template for conducting a PR audit to evaluate and improve a company's public relations efforts. It outlines key areas to examine such as defining objectives, identifying target audiences, evaluating communication channels and tools used, researching audience perceptions, and analyzing media and social media coverage. The goal of the audit is to assess the effectiveness of current PR activities and identify ways to make PR communications more impactful going forward.

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PR Audit Template Your starting point for improving your PR Know where you are headed Define objectives - what are you are seeking to achieve? © Copyright, Debbie Leven, 2013 1
Think about your PR What have you been working on? • Creating a perception • Building on a current perception • Changing a perception © Copyright, Debbie Leven, 2013 2
Who are your audiences? Prioritise your audiences and identify key influencers Don’t forget internal audiences too © Copyright, Debbie Leven, 2013 3
Define the communication channels being used Which channels for which audiences? How have channels been decided? Are all channels appropriate/relevant? © Copyright, Debbie Leven, 2013 4
Define current tools Many tools or few? Do tools differ by audience? Do tools allow for two-way communication or not? © Copyright, Debbie Leven, 2013 5
Assess current tools How effective are they? • Press releases • Newsletters • Leaflets • Brochures • Website • Exhibition stand • Annual report © Copyright, Debbie Leven, 2013 6
Evaluating your PR Do your research • • • • • Questionnaires Focus groups Interviews Surveys Website analytics © Copyright, Debbie Leven, 2013 7
Analyse press and media coverage What does it say about your business? What key messages come across? How accurate/favourable is it? © Copyright, Debbie Leven, 2013 8
Analyse your social media What social influence do you have? Are you building fans and followers? Is your content being shared? © Copyright, Debbie Leven, 2013 9
What next? Make your PR more effective Get started on your PR audit today © Copyright, Debbie Leven, 2013 10
Contact Debbie Leven • Not getting the media exposure your business needs or deserves? • Need PR but don’t know how to go about it? • Worried competitors are getting all the media profile? • Then go to: http://prcoach.co.uk/pr-help/ • Or call me now on: 01923 606223 • Or email me on: debbie@prcoach.co.uk © Copyright, Debbie Leven, 2013 11

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PR audit template

  • 1. PR Audit Template Your starting point for improving your PR Know where you are headed Define objectives - what are you are seeking to achieve? © Copyright, Debbie Leven, 2013 1
  • 2. Think about your PR What have you been working on? • Creating a perception • Building on a current perception • Changing a perception © Copyright, Debbie Leven, 2013 2
  • 3. Who are your audiences? Prioritise your audiences and identify key influencers Don’t forget internal audiences too © Copyright, Debbie Leven, 2013 3
  • 4. Define the communication channels being used Which channels for which audiences? How have channels been decided? Are all channels appropriate/relevant? © Copyright, Debbie Leven, 2013 4
  • 5. Define current tools Many tools or few? Do tools differ by audience? Do tools allow for two-way communication or not? © Copyright, Debbie Leven, 2013 5
  • 6. Assess current tools How effective are they? • Press releases • Newsletters • Leaflets • Brochures • Website • Exhibition stand • Annual report © Copyright, Debbie Leven, 2013 6
  • 7. Evaluating your PR Do your research • • • • • Questionnaires Focus groups Interviews Surveys Website analytics © Copyright, Debbie Leven, 2013 7
  • 8. Analyse press and media coverage What does it say about your business? What key messages come across? How accurate/favourable is it? © Copyright, Debbie Leven, 2013 8
  • 9. Analyse your social media What social influence do you have? Are you building fans and followers? Is your content being shared? © Copyright, Debbie Leven, 2013 9
  • 10. What next? Make your PR more effective Get started on your PR audit today © Copyright, Debbie Leven, 2013 10
  • 11. Contact Debbie Leven • Not getting the media exposure your business needs or deserves? • Need PR but don’t know how to go about it? • Worried competitors are getting all the media profile? • Then go to: http://prcoach.co.uk/pr-help/ • Or call me now on: 01923 606223 • Or email me on: debbie@prcoach.co.uk © Copyright, Debbie Leven, 2013 11